Sahar Al Aufi Curating Elegant & Sophisticated Designs: Art has many forms and ways through which people describe it. What’s common among all types of art is passion and its beauty. Creating designs is also a form of art that requires dedication and passion filled with creativity. One such creative person we came across is Sahar Al Aufi. She is an entrepreneur and a fashion designer focused on sophisticated and client-centric design ideas. Currently, she is the Founder of the brands Sahar Al Aufi and Melis and the Co-Founder of Weddings From Italy (WFI).

Learn more about Sahar and her experiences through our interview below.

We got a chance to interview Sahar Al Aufi

Customized Way Of Working

How did you begin your career journey? Do you have some advice for beginners? We asked.

“My career started as following the footsteps of our family business. I took the experience I needed and customized my company to match my way of work and the things I believe. It took me a long time to get to where I am standing right now. There were so many trials and errors and so many failures but as we all know, digging a bright path takes continuous effort. Here, I can assure you at the end of the path. You will feel glad and satisfied with the success you achieved. My advice for beginners is to never give up, create your own path and have enough faith in God & in yourself. So, keep digging, and you will get to your dreams as long as you are digging the right path.” Sahar replies.

Showing The Artistic Side

We also wanted to know how the company began, so we asked, “What’s the idea behind Your Company?”

“The idea behind my company is the artistic side of me and the beauty that I love to create around me. Love, creativity, power & a strategic mind are the key parts that my company made. I learned to design everything around me, and that is why I concentrated my power on designing my company to help the people & my beautiful clients create their magical day as they like. My company uses a tailored system. We celebrate the creation of new families in our way. My team & I listen closely to the needs of each and every client and help them create the outfit they desire to have on their wedding day. Our company concentrates on ceremony men’s & women’s high-end attire. We are based in the Middle East in the Sultanate Of Oman, in Europe, Italy & in USA Boston.” she says.

Celebrating Transparent Relations With Clients

We further asked, “What’s the goal of Your Company?”

Sahar states, “Our mission is to celebrate the creation of new families through the manufacture, retail and distribution of high-end ceremony garments. Accomplishing our mission requires open communication to reach an understanding of our final clients’ needs through research and sound analysis.

We are dedicated to meeting these goals with high standards of excellence and professionalism. We have been a staple of the area’s business community for years and pride ourselves on the level of esteem we have earned.

Our dedication to hard work has earned the respect of clients in and around the area. We believe this to be a direct derivative of our talent and responsiveness to our client base.

Our brides, grooms and their families appreciate our friendly relationship and like the charm of our sales room, where they are greeted with courtesy in line with the warmth of the Arab & Italian tradition.” 

Friendly Work Environment

“What makes the team successful, in your opinion?” We asked.

“Sharing opinions, listening to & respecting each other’s experience, having aligned goals to build a successful business & company and to create a friendly environment by the owner & the team leader.” Sahar shares.

How important are employees’ energy levels to the success of Your Company?

Sahar continues, “The energy levels must always be high. Choosing the team must be a priority for the management. The employees are very important assets for the company. They need to be supported mentally and emotionally. We all get stressed out by the level of work, but we all try our best to keep the energy up most of the time to be able to produce healthy products for our dear clients. The success of any company is the teamwork of getting together and sharing together the healthy work in a healthy environment.”

How do you plan to motivate your team to go the extra mile?

“I motivate them by recognizing their achievements, thanking them, and showing them an appreciation for the level of work they are representing. Finally, I put myself in the field and work together with the team as I believe that we all have the same goal at the end of the story, which is arriving and succeeding,” she says.

Challenges & Technological Adaptation

What keeps Your Company moving forward even during challenges?

“Finding new ways of working, changing strategies if needed. Open up for new methods & keep trying for better results.” she continues.

We also asked, “How do you think technology is leading to changes in businesses? Do you feel it’s helping Your Company grow?”

With that, Sahar continues, “technology is leading my work, and it is the connection between my different brands all around the world. We started using technology in our system of work for many years, then happened to have the pandemic, and we needed it more. Now we consider ourselves one of the only manufacturing companies that use technology & software in taking measurements, designing and building products online. Technology is very highly recommended to build successful growing companies now.”

How are Your Company adapting to digitalization?

“We are doing great in that matter because 85% & more of our work has been shifted to digitization. Digitization is the connection between our companies and the outside world,” she says.

When we asked Sahar if she uses innovative ideas to be unique, she continued:

“Yes, for sure. Innovation is part of us, as we explained earlier. Our innovation starts by taking measurements online and is followed by all the rest of the steps. Before, that was something out of reach; now, we can’t leave without it.”

Major Services

We asked Sahar to share about her company’s services and upcoming plans. With that, she continues:

“We retail and distribute Italian/Omani manufactured clothing. The company’s manufacturing standards revolve around keen attention to detail, continuous research and employment of exclusive materials, and the use of ancient tailoring crafting techniques.

Our company has Melis by Sahar Alaufi brand. Then we created Weddings From Italy (WFI) as leaders of the company and Co Founders Sahar Alaufi & Giuliano Rubini. Mr. Rubini’s has a long experience in the retail/clothing industry due to the fact that it actively participated at the management of the family owned company Rulls clothing from Italy that operated in Italy since 1970 and in the US since 1990 distributing and retailing men and women’s high end clothing.

Our collection includes wedding gowns, stylish bridesmaid dresses, elegant mother-of-the-bride occasion attires, stunning prom apparel, and evening, pageant and cocktail dresses, suits, shirts, pants, tuxedos, sports jackets, and overcoats.

Our company also specializes in the creation of custom-made suits and wedding gowns. Our lines are strictly Made in Italy & Made in Oman with high manufacturing standards.”

Lastly, we asked, “would you like to say anything else to our viewers?”

Sahar concludes, “We believe that our experience and expertise, along with the creation

a one-stop shop for the bride and groom, is a strong integration of both the production cycle and the collateral services.”

Connect with Sahar Al Aufi on LinkedIn.

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